We caught up with the brilliant and insightful Amanda Boshard a few weeks ago and have shared our conversation below.
Amanda, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
My work ethic comes from the values my parents instilled in me and the environment I grew up in. I watched my mom pour her heart into helping children with disabilities and their families, doing whatever it took to make sure they had the support they needed. It was tough work, but she cared deeply about making a difference in their lives. My dad, as an artist, showed me what it looks like to love what you do—he was always chasing the perfect way to tell a story through his craft. Their example taught me the importance of showing up fully—caring about the work itself and the people it impacts. That’s stuck with me, and it’s shaped how I approach everything I do. Whether it’s helping brands tell their stories in a way that resonates or working with my team to create something meaningful, I’m always driven by the idea that our work can make a real difference. That sense of purpose keeps me motivated to give my best every time.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
I’m the creative director at Sans Serif, a design agency where we help brands tell their stories through thoughtful design and strategy. What excites me most about my work is twofold: creating experiences that genuinely connect with people—whether through intuitive digital platforms that make life easier or branding that sparks real emotion—and building strong, lasting relationships with our clients. It’s incredibly rewarding to collaborate with diverse industries, learn their unique challenges, and bring their visions to life in ways that truly resonate.
I also have the privilege of leading an amazing team at Sans Serif. I work hard to create an environment where our team can do their best work—where collaboration, creativity, and open communication are at the forefront. Finding that balance takes daily effort: encouraging ideas, supporting growth, and learning alongside my team. It’s an ongoing process, but I believe it’s what allows us to create work we can all be proud of.
For us, it’s never just about creating something that looks great. It’s about crafting meaningful work that reflects our clients’ values, tells their stories in compelling ways, and leaves a lasting impact. That’s what drives me every day.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Looking back, three qualities have shaped my journey the most: competitiveness, a drive to continually improve, and the ability to not take myself too seriously.
Growing up playing sports, I developed a competitive edge that naturally carried over into my design career. I’ve always been driven to push myself, to learn, grow, and refine my skills. I vividly remember being in school, looking at students I admired for their talent, and setting a goal to surpass them. There was a time when I wasn’t at the top of my class, but I worked tirelessly to get there. That hunger to improve has been a constant driver of my success and continues to fuel my work.
Equally important has been my ability to stay lighthearted and not take myself too seriously. Over time, I’ve learned to lean into humor and fun, which helps me connect with people on a more personal level. It’s not about trying to win everyone over but about building genuine relationships with the right people. By embracing my authentic, less “buttoned-up” self, I’ve found stronger connections, more meaningful opportunities, and greater satisfaction in my work.
For those just starting out, my advice is this: keep challenging yourself to grow, but don’t lose sight of who you are. Authenticity matters, and so does staying open to learning—from your own experiences and the people around you. When you pair hard work with a commitment to being yourself, the right opportunities—and the right people—will come your way.
As we end our chat, is there a book you can leave people with that’s been meaningful to you and your development?
Two books that have been especially influential in my development are Articulating Design Decisions by Tom Greever and Art and Visual Perception by Rudolf Arnheim.
Articulating Design Decisions was a game-changer for me, especially in presenting and discussing design work. Like many young designers, I struggled with articulating my thought process and presenting to clients—I still do at times. While the book is tailored for a UX audience, its principles are universal. It helped me shift my approach to focus on demonstrating a design’s effectiveness rather than justifying it, and it provided valuable tools for preparing and presenting my work with confidence.
Art and Visual Perception offered a completely new perspective on both the world and design. By diving into the science of visual design, it explains why some visual arrangements work while others don’t. This deeper understanding has been invaluable, particularly during critiques. It’s no longer about saying, “This doesn’t work,” but about explaining why—using Gestalt principles and visual science to back it up.
Both books have not only enhanced my technical skills but also reshaped how I think about and communicate design.
Contact Info:
- Website: https://sansserif.com/
- Instagram: https://www.instagram.com/amandaboshard/
